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Perfect logo, which will appeal to absolutely everyone is very difficult to create, not to mention impossible. There will always be the one: "What exactly is that font?", "Let's try another color?", "What does this represent?", "Why don't you try it like this?", Etc. The number of questions and requests that, most often, only deviate from the final solution can be unlimited.

Still, it is possible create a logo which "hits the center", attracts attention and, above all, represents the brand for which it is intended in the best way. That is why, before you start creating, it is necessary to put together a good one brief which will guide the design process itself.

a desk with design tools and designers who create

What exactly is a brief?

Letter is, of course, a word taken from the English language and essentially does not translate literally as "meeting" but is a document that defines all the necessary information to create a logo.

This information, most often related to business, description of products or services, defining the target group, defining the style or aesthetics of the entire brand, as well as information about deadlines.



The first step is to gather information about the brand such as business, products or services, market, etc. This kind of information is mainly used by designers when choosing a form, shape, color or typography using experience as well as knowledge of theory and trends. Graphic designers generally know which design techniques work well for different types of products, audiences and industries.

Consider all aspects of the product or service, production processes in the company, target groups and competition within the industry.



Defining the value of the brand creates the aesthetics and style itself, ie whether the logo will be modern or not vintage, playful or calm, detailed or stylish. Designers often have the ability to visually convey such values ​​to graphic logo solutions.

The name itself can play a big role in the design. Apart from the fact that it is important whether you use uppercase or lowercase letters, joined or separated words or print the name in one or more lines, you can use the space as well as the shape of the letters to create striking shapes that explain the brand.
There are also cases when the slogan is implemented in the logo design and through brief it should be defined whether it is striking enough to be an integral part of the logo or presented so that it can be placed or removed depending on the size and display.


Logo types

By determining the desired logo format, you can save a lot of time and effort in the design process itself. Even if you are unsure you can suggest a few types and formats that you think might suit.
Logos can be: Monogrami, Typographic, Pictograms or symbols, Mascots, Coats of arms or a combination of several styles.

a large number of logos on the screen


Many believe that the choice of colors should be left to the designer for the sake of knowledge theories and color psychology, but you should definitely consult the box brief-and give at least some general suggestions from which the color palette will be clearly defined later.



Some call it inspiration, others the mood board, mostly this is the part brief-in which you will show the designer how you think. Make a selection of logos or brands you like and forward the images to the designer. As this is a private document that you will not publish, you can use any logos, regardless of copyright.

Also, as part of inspiration, you do not have to use only logo images, but also color palettes, similar products, packaging, or all the material that can help the designer recognize the type or style of logo you want.



The most common mistake made in the process of creating a logo is a very short time frame. And if the end result looks like something that could have been done in a short period of time (a few minutes or hours), the time required for research and sketching is often neglected. The more time you leave for logo design, the greater the chances that you will get good graphic solutions.

You can find a bunch of sites on the Internet that offer ready-made solutions or generic logo creation. What still gives designers an advantage over such sites, in addition to unique and original solutions, is precisely brief which provides the ability to adapt primarily to the needs of brand promotion and the values ​​you want to convey to the target group.


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Made by Sava Spasic - Senior Graphic Designer @Digitizer